Swisscom Kids Mobile: More than doubled conversion at launch
Concept, design and implementation of the Kids Mobile portfolio including the purchase journey. Conversion more than doubled and sales targets were clearly exceeded.
The result in one sentence
Conversion more than doubled. 15% of orders came through the app.
UX/UI Designer, UX Researcher & Writer, Publisher, Online Project Lead
Brand Manager · Marketing Manager · Product Manager · Content Manager / Publisher · SEO Manager
Swisscom launched a mobile offer for children aged 7 to 16, including smartwatch plans.
New product, new audience
Parents buy, children use. Two sets of expectations on one page.
Goal
An offer page that explains and sells rather than merely informs.
Technical framework
Implementation inside an existing CMS with clear limitations.
The tariff presentation was the key conversion lever, and it was exactly where the CMS was least flexible.
Limited design freedom
Core UX ideas could not be implemented directly within the technical constraints.
High demands on guidance
The overview had to make two device categories and several plans easy to compare.
Resources tied up elsewhere
Large parts of the team were working on other initiatives in parallel.
I made the CMS limitation part of the concept instead of fighting it.
Configurable product table
Smartphone and smartwatch plans could be configured directly on the page.
Iteratively tested with users
Regular user tests and content workshops secured comprehension before launch.
Content and design in one place
UX writing, structure and implementation were handled together, reducing loops.
Conversion more than doubled
Compared with the previous level in the mobile portfolio.
15% of orders via the MySecurity app
A channel that had previously generated almost no sales.
Sales targets clearly exceeded
One of the most successful product launches in Swisscom’s mobile portfolio.
What I take away from it
Self-organisation beats a process vacuum
When I take ownership of planning and prioritisation, a project remains controllable even under difficult conditions.
Co-working prevents misunderstandings
Joint sessions with product and marketing shortened alignment and exposed false assumptions early.
Resource gaps belong on the table early
I carried almost everything here from UX and writing to implementation. Today I make capacity limits visible before they become a project risk.
Leadership has responsibilities too
I now ask clearly for prioritisation and resource commitments. That is part of professional collaboration.
Quality needs sustainability
High standards drove the success, but they only work long term when the working model behind them is sustainable.
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